How Pendo built the go-to-market infrastructure for a multi-product AI launch | Clay.com

Stale CRM data doesn't just slow your team down — it actively costs you deals you never knew you lost.

Pendo recently shared how they built the go-to-market infrastructure for a multi-product AI launch using Clay to keep their CRM contacts enriched and continuously updated. Not a one-time data append. Ongoing, automated enrichment that keeps contact and account records current without someone manually chasing down job changes and company details.

For you, that distinction matters. If your team is working off contacts that haven't been touched since the last "data cleanup project" — which was probably 18 months ago — they're calling the wrong people, sending context-free outreach, and wondering why conversion rates are flat. The problem isn't effort. It's that the data underneath the effort is rotting.

You've already been through the cycle: buy the CRM, hire someone to configure it, watch the data quality degrade inside of a year. What Pendo figured out is that data quality isn't a setup task — it's an ongoing operation. And when you treat it that way, your whole go-to-market motion gets sharper without adding headcount.

A CRM full of accurate, current data won't fix a broken process — but a broken process on top of stale data guarantees you'll never see the full picture.

#CRM #SalesOperations #GoToMarket #DataEnrichment #MidMarket

Original Source

CRM contacts. enriched and continuously updated. Read case study. How ... CRM Enrichment · TAM Sourcing. Customers. OpenAI · Vanta · Verkada · Sendoso ...